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Kantar Millward Brown Launches LinkNow Copy-Testing Solution for Digital Advertising in Sweden.

Expands Self-Service Offer to Include Online Video, Display, Facebook and Mobile

Kantar Millward Brown, the world’s leading expert in helping clients grow great brands, have now launched LinkNow for Digital in Sweden, a cost-efficient, validated copy-testing solution for digital advertising that delivers results in as few as six hours. Launches in Finland, Norway and Denmark is expected q1 2017. Grounded in learning from Kantar Millward Brown’s industry-leading Link™ and market norms and validations from its Link for Digital solution, marketers can use LinkNow for Digital to quickly and cost-effectively assess the strength of their online video, display, Facebook and mobile creative.

“As digital advertising – including social and mobile – becomes a larger piece of media budgets, digital effectiveness becomes increasingly important in driving overall marketing ROI,” said Björn Söderin, Managing Director Kantar Kantar Millward Brown Sweden and Partner Nordic region. “The stakes are too high to rely solely on in-market optimization. We know – based on copy-testing more than 2,000 digital ads and monitoring more than 10,000 digital campaigns – that pre-launch optimization significantly improves likelihood of in-market success, while increasing media efficiency from day one. LinkNow for Digital makes these learnings accessible in a quick, cost-effective way and ensures marketers have the tools to support their efforts to ‘get digital right.'”

Björn Söderin continues, “While many campaigns and product launches require the full diagnostics and optimization advice available from Link, we know that in many cases, particularly with digital creative, LinkNow’s speed and cost-effectiveness are in order. We are excited to expand our offer to help clients drive ROI across all their media.”

LinkNow for Digital delivers metrics to help marketers evaluate an ad’s effectiveness in:

  • Engagement: understand the creative impact of your ad, how well your ad will capture people’s attention and how strongly it is linked to your brand.
  • Brand Associations: gauge if associations you intend your ad to build will stick in people’s minds.
  • Brand Predisposition: assess the impact on your brand – both short- and long-term equity.
  • Clients contracting for additional LinkNow for Digital service will also receive a digitally validated summary measure of Breakthrough and shortly a new long-term equity metric.

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